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Using AdWords to Grow Your Business
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Using AdWords to Grow Your Business

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Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords

Presentation for Chisholm & Harper - using Google AdWords to grow your business. A step by step guide to the basics of AdWords

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  • 2 ways to improve rankings
  • Either way - it’s all about relevance
  • Not just about generating inexpensive leads & sales... Lots more to it that most people don't realise...
  • Either way - it’s all about relevance
  • Case study
  • So what was the opportunity? How can we make more money for Seb?
  • Get inside their head. All starts with knowing what your ideal customer looks like.
  • All about links
  • All about links
  • One major use as marketers - is facebook ppc
  • Little ads on the right of every FB page
  • The main benefit here is not the geographic (can do that with google), but target ages & likes - examples... & FB tells you how many people fit that profile (maybe run a CPM campaign)
  • Transcript

    • 1. Mike Rhodes
    • 2. You Decide...
      • Structure
      • Keywords
      • Writing Ads
      • Account Setup
      • Managing
      • Reporting
      • Common Mistakes
    • 3.  
    • 4. Traffic
    • 5.  
    • 6.  
    • 7. 90%
    • 8.  
    • 9. Relevance
    • 10. Benefits
      • Fast - Get on page 1 within an hour
      • Reach - Target millions of people every day
      • PPC - ‘pay per click’ (& only when they click)
      • Test - different ad copy, benefits, images
      • Measurable - all about Return On Investment
      • Research - find the phrases that make money
    • 11. Case Study
    • 12.  
    • 13. Before = 8073 visits/month
      • 4029 direct + brand related keywords (e.g. national tiles)
      • 322 from other sites
      • 3722 non-branded (product keywords e.g. floor tiles)
    • 14. Opportunity
    • 15.  
    • 16. After = 16913 visits/month
      • 5248 direct + brand keywords (30% increase)
      • 301 from other sites
      • 11364 non-branded kws (205% increase!)
    • 17. Strategy
    • 18.  
    • 19. Structure
    • 20.  
    • 21. Campaign
    • 22. Campaign Budget Geography Network
    • 23. Campaign Budget Geography Network $100/day Melbourne Google
    • 24. Campaign AdGroup AdGroup
    • 25. AdGroup Keyword 1 Keyword 2 Keyword 3 Keyword 4 Headline Description (benefit) Description (feature) YourWebsite.com.au
    • 26. Floor Tiles Floor Tiles Buy Floor Tiles Purchase Floor Tiles Floor Tiles Online Cheap Floor Tiles Cheap Floor Tiles Huge Range of Floor Tiles at Great Prices! NationalTiles.com.au
    • 27. 4 5 6 1 2 3 Headline 4 Description (benefit) Description (feature) YourWebsite.com.au Keyword 6 Keyword 7 Keyword 8 Headline 5 Description (benefit) Description (feature) YourWebsite.com.au Keyword 9 Keyword 10 Keyword 11 Keyword 12 Headline 6 Description (benefit) Description (feature) YourWebsite.com.au Keyword 13 Keyword 14 Headline 1 Description (benefit) Description (feature) YourWebsite.com.au Keyword 1 Keyword 2 Keyword 3 Headline 2 Description (benefit) Description (feature) YourWebsite.com.au Keyword 4 Headline 3 Description (benefit) Description (feature) YourWebsite.com.au Keyword 5
    • 28. Keywords
    • 29.  
    • 30. Keywords : Principle
    • 31. Define Your Target
      • What’s Your “Ideal Customer” looking for?
    • 32.  
    • 33. Keywords : Goal
    • 34. Brainstorm Free tools Paid tools Competitors Amazon Amazon Amazon Amazon Amazon
    • 35. Find Your AdGroups (themes)
    • 36. Multiple AdGroups (buckets)
    • 37. Start with 1 Theme/Bucket
    • 38. Google Keyword Tool
    • 39. Each Theme is an AdGroup
    • 40. For Each AdGroup (theme)
      • Build a List of Related Keywords
      • For Each AdGroup
      • (no magic number: aim for 1-20)
    • 41. Expand each Theme
    • 42. Keywords : Mistakes
      • Too few Keywords
      • Too many in each AdGroup
      • Not grouped correctly
      • Not relevant
    • 43. Ads
    • 44.  
    • 45. Ad Copy : Principle
    • 46. Ad Copy : Goal
    • 47. Ad = Attraction Device
    • 48. Clear Call to Action (book now, buy online, free trial)
    • 49. Benefits
      • Small Business Marketing
      • Get More Prospects to Call You!
      • With Savvy Online Marketing
      • www.WebSavvy.com.au
    • 50. More Benefits
      • Plantation Shutters?
      • Designer Shutters. Factory Prices.
      • Free Measure & Quote. Melbourne.
      • TheBlindFactory.com.au
    • 51. Reason Why You
      • Pink Hummer Limos
      • Australia’s #1 Hummer Limo
      • Company. Ride the Pink Panther!
      • www.HummerLimos.com.au
    • 52. Reason & Benefit
      • Diamond Engagement Rings
      • Free Shipping & 30 day Returns
      • 3% donated to her favourite charity
      • www.IDoFoundation.com
    • 53. Urgency
      • Sunsafe Kids Swimwear
      • Huge Range of Kids Swimwear
      • Sale Ends June 30! Buy Now.
      • SwimwearGalore.com.au/kids
    • 54. More Urgency
      • Melb. Property Seminar
      • Hurry – only 13 seats left...
      • (& claim your free gift)
      • www.OHLgroup.com.au
    • 55. Stories
      • How a 24 year old
      • Stay at home mum
      • Beat all the odds. You can too
      • www.MakeMoreMoney.com.au
    • 56. 3 little dots
      • How a 24 year old
      • Stay at home mum beat the
      • odds. Here’s how you can too...
      • www.MakeMoreMoney.com.au
    • 57. Official Eye Candy ®
      • Official iPod nano® Store
      • Get the new iPod ™ with camera.
      • Free, fast shipping and engraving
      • store.apple.com/au/ipod-nano
    • 58. Power of the Letter ‘S’
      • Make Your Child Smarter
      • With Australia’s Leading
      • Maths Home Tutoring Program
      • www.Mathemagic.com.au
    • 59. Power of the Letter ‘S’
      • Makes Your Child Smarter
      • Australia’s Leading Maths
      • Home Tutoring Program
      • www.Mathemagic.com.au
    • 60. Psychological Triggers
        • Guilt
        • Greed
        • Hope
        • Aspiration
        • Fear of loss
        • Authenticity
        • Value
        • Quality
    • 61. Ad Copy : Mistakes
      • Being too clever
      • Not testing big differences
      • Not using Keywords in Ad
      • Broken Link to site!
    • 62. Setup
    • 63.  
    • 64. Setup : Principle
      • Only Market to Those Most Likely to Buy
      • (at least for your first time)
      • Relevance!
    • 65. Setup : Goal
      • Positive ROI
      • Build on Success
    • 66.  
    • 67.  
    • 68. Choose a sensible name
    • 69. Geographic Location
    • 70.  
    • 71.  
    • 72.  
    • 73.  
    • 74. Network Location
    • 75. Google Search + Desktop
    • 76. Auto Bidding (just say no)
    • 77. Manual Bidding
    • 78. Set Your Budget
    • 79. Rotate Ads evenly
    • 80. Managing
    • 81.  
    • 82. Management : Principle
      • Systemised & Continuous Improvement
      • Not Set & Forget
    • 83. Management : Goal
      • More and/or Cheaper Leads
      • Expand Keyword Lists
      • Craft Better Ads
      • Manage Bids
    • 84. Goal?
      • Maximise conversions
      • Minimise cost per lead
      • Brand exposure
      • (ego)
    • 85. Keywords + ROI
      • Increase ‘good’ keywords
      • Delete ‘bad’ keywords
      • (yep – it’s that easy!)
    • 86. Ads + ROI
      • Write more Ads
      • Keep ‘good’ ads
      • Delete ‘bad’ ads
    • 87. Peel & Stick
      • Find ‘outlier’ keywords
      • (eg high impressions, CTR, conversions, low cost/lead)
      • Move to their own AdGroup
    • 88. Reporting
    • 89.  
    • 90. Reports : Principle
      • Can’t Improve if not Measuring Results
    • 91. Reports : Goal
      • Know How to Use Most Important Reports
    • 92. Campaign Report
      • Impression Share
      • % of time Your Campaign has shown
    • 93. Campaign Report
      • Search Query Report
      • What actual queries have been used by your prospects?
    • 94. Campaign Report
      • Placement Performance
      • Where have Content Network Ads been shown?
    • 95. Reports : Mistakes
      • Not using any reports!
    • 96. Mistakes
    • 97. Common Mistakes to Avoid
      • Only using 1 AdGroup
      • Too many Keywords in each AdGroup
      • Too few Keywords overall
      • Bidding too low
      • Bidding too high
      • Not checking Quality Scores for Keywords
      • Not Testing Different Ads
      • Allowing Google to control which Ads are shown
      • Not using the target Keywords in the Ad
      • A broken link!
    • 98. Common Mistakes to Avoid
      • Ads Running on Content & Search in 1 Campaign
      • No Negative Keywords
      • Ignoring Content Network completely
      • Not tracking results on the Content Network
      • Not using Conversion Tracking
      • Not using Keyword Matching Options
      • Not offering anything Unique in the Ad Copy
      • Not checking competitor Ads
      • Not using Image Ads
    • 99. Now Put it all together
    • 100.  
    • 101. Thanks!
    • 102.  
    • 103.  
    • 104.  
    • 105.  
    • 106. Distribution
    • 107. Goal? Who is Ideal Reader? What want them to do? Available resources? Now, build it & create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content! create sharable content!
    • 108. Targeted Ads
    • 109.  
    • 110.  
    • 111.  
    • 112.  

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